In 2022, mobile phone accessories manufacturer juice® donated £70k worth of
desperately needed chargers to the Ukraine. What the company did next is an
example of selfless business practice and the ultimate act of customer care.
Founder and CEO of juice®, Jolyon Bennett
Made the decision NOT to put up the prices on any juice® products, despite a rise in inflation in the UK and the economic impact of foreign issues such as the COVID-19 pandemic, the Russian invasion of
Ukraine and post-Brexit trade.
As a result, the ownership of juice® took a financial hit and the company’s
profitability is the worst it has been for 10 years. Even with the cost of goods
increasing 15% due to the exchange rate, the team stood by not moving on its prices
to save customers a few pounds to spend on necessities.
The decision to keep prices the same was driven by a genuine motivation by the
juice® team to give their loyal customers a bit of a break during such hard times.
They also felt that their retailers shouldn’t have to increase their prices in an attempt
to protect consumers further.
CEO of juice®, Jolyon Bennett
Commented: “We at juice® are very grateful to our
retailers and ultimately our customers for their support over the years. 3.2 million
customers bought at least one juice® product this year, and we felt that the last thing
they needed was to see their shopping bill go up any further. By way of support to
our customers, we decided NOT to increase our prices in 2022, but instead take a hit
on the fallout from this and just suck it up.”
Last spring, the brand launched its ‘juice® Made Mindfully’ campaign as an
extension of its ongoing sustainability initiative. The campaign was designed to help
reduce the amount of virgin plastic in the world and to utilise recycled post-consumer
waste collected from oceans, beaches and landfill sites instead.
juice® succeeded and became the first mobile phone accessories manufacturer in
the UK to remove ALL single-use plastic from its products.
Jolyon has ensured absolutely no compromise on cost or quality in doing so – in fact,
the entire range looks and feels exactly the same!
